Faith-Based Marketing

faith based

MarketingLand columnist, Grace Kaye, argues for a form of faith-based marketing.  Have faith in the data and use it more effectively with the following four step approach.

  1. Start by using the first-party data in your possession and augment it with third-party data to build the clearest possible picture of the audience available to you.
  2. Define the audience segments most suitable for your brand and its goals.
  3. A/B test your assumptions to uncover the targeting options that work best for your product or service.
  4. Based on the testing, adapt even when the results are not what you expected. Have faith in the numbers.

Kaye writes, “Data provides insights that marketers cannot predict, and often wouldn’t even think to research.”  Source: MarketingLand

Unexplained Ups and Downs

china- leading economic index

For some unexplainable reason this Index has not been published since December.  Now, for the same unexplainable reason, the Index appears with a correction downward for December and the numbers for the entire first quarter.  They show a trough during a period when business and consumer sentiment numbers from China were decidedly positive.  The divergence is also unexplained requiring us to merely observe with a question mark hanging over our collective heads.  Sources: Trading Economics; National Bureau of Statistics, China

Overheard at Digiday’s Programmatic Summit:

programmatic summit

Transparency can be a black hole

Complaints focused on “undisclosed fees [and] lack of visibility in the bidding process.”

Data quality often disappoints

“The amount of first-party data is limited and third-party data” is often misrepresented.

Header bidding is not a publisher’s panacea.

While some yield improvement occurs resulting from header bidding, a counter view is expressed by Mail Online’s Lauren Dick, who said, “There’s still a lot of teething issues even though it’s been around a few years.”

Brands require more control.

Agencies are building programmatic teams to work side-by-side with their search teams with goal of gaining more control over data and, at the same time, being more responsive.

Programmatic is forcing adjustments in sales teams.

In this day of data overload, the ideal sales person is one that has the communications chops to close and the analytics’ chops to exploit today’s data-rich environment.

Source: Digiday

Quality Driven Cross-Border Purchases for Chinese Consumers

us products in demand

A couple days ago we documented the drop in China’s Consumer Price Index and its likely positive effect on consumer purchasing.  Today we focus on which categories Chinese consumers are most interested in purchasing from US sellers.  These preferences are all driven by a more sophisticated Chinese consumer who is beyond merely wanting the basics; they are interested in having better quality products than that which is available locally.  The Mom & Baby category is particularly sensitive to this desire because they “perceive foreign products as safer and more trustworthy.” Sources: Source: Chain Store Age; iReseach

Next Stage of Mobile Ad Evolution

mobile ad revolution

The other day we ran across a clever idea from Receptiv’s CEO, Ari Brandt.  He described a user’s app collection as his/hers psychic DNA.  After all, that person curated those apps, so they represent his/her areas of interest.  Brandt asserts they suggest a lot about the person.  That user profile should be interesting to advertisers, particularly those focused on effectiveness rather than efficiency.  The effectiveness approach to audience targeting runs counter to today’s efficiency approach, but what if, at least on a superficial level, they could be combined to create the best of both worlds.  That could be the next stage of mobile advertising’s evolution.  Source: Inspired by an article on DMNews.com

Significantly Lower Consumer Prices Spur China’s Economy

consumer price index

No explanation for the dramatic fall in the China’s Consumer Price Index that happened in February has been put forward, but the result for the consumer economy has got to be good.  Lower prices encourage spending and now that the numbers for March confirm the drop, Chinese consumers should be feeling good.  Sources: Trading Economics; National Bureau of Statistics, China

Private Exchanges Offer Solution to Inappropriate Content

fake or geninue

There is much talk about the role of programmatic buying in support of low-quality sites; the sites that publish inappropriate content and/or fake news.  Certainly indiscriminate buying across inter-connected networks reduces the amount of scrutiny available to those interested in maintaining quality.  An option, beyond human intervention, which runs contrary to the purpose of programmatic buying, is for medium to large size publishers to establish their own exchanges making their established, quality supply available to advertisers concerned about avoiding low-end repercussions.  Source: Inspired by an article in AdAge

Five Programmatic Issues To Be Resolved

programmatic issues

  • Limiting programmatic to blast and grab advertising when there is no reason that truly creative approaches cannot be implemented in a programmatic setting.
  • Leaving programmatic out of the online video surge because of a misunderstanding of the content – it is not just cat video and dodgy content.
  • Ignoring adblocking verses trying to proactively encourage users to allow advertising to go through.
  • Confronting increasing barriers to conversion for consumers and the difficulty it causes when advertisers seek proper attribution.
  • Identifying customers “wherever they may appear, on whatever device” is a nightmare for targeting potential customers even beyond the attribution issue.

Source: State of Digital

Non-Manufacturing is Flying

china PMI

March’s Non-Manufacturing Index was strong, the strongest since May of 2014.  As a measure of the strength, compare it to the average Index for the last 13-months, a flat 54.  Contrasted to the Manufacturer’s Index reported here a couple days ago, the rise appears to stem from increased domestic orders, which overshadowed export declines – the reverse of the former’s reasoning.  Source: Trading Economics; National Bureau of Statistics, China

Voices from ad:tech San Francisco

Tim Armstrong, Chairman and CEO of AOL

“In terms of offline dollars coming online, I know we’ve seen a huge spike so far, but that will probably pale in comparison to what we see in the next 5-10 years,”

Sara Khoury of Walmart eCommerce

“Thirty-seven percent of retail shoppers compare prices online while they’re physically in the store. The sooner retailers realize that this kind of shopping is the new normal, they will be able to provide the user experience that will win purchases.”

Michael Lazerow of Salesforce spoke of the future when mobile will have a broader definition not limited to traditional “mobile” devices.

“Every product we interact with will be connected to the Internet in the future and we will be able to identify a customer across every networked product they use.”

Source: reTargeter